On average this season, based on “all programming,” ABC ranks No. 2 among Total Viewers (10.0 million), Adults 18-34 (2.4/7-tie) and Adults 25-54 (3.6/9-tie). The Network is No. 1 for the season among Women 18-49 (3.9/10).

ABC is No. 1 in the “Non-Sports” Numbers: Bolstered by a strong slate of entertainment programming, ABC ranks No. 1 when sports programming is excluded from the averages, to account for the boosts that come from professional sports coverage on NBC (NFL “Sunday Night Football”), CBS (Sunday NFL overruns) and Fox (Sunday NFL overruns/MLB post-season baseball). Among Adults 18-49 in the “non-sports” averages, ABC (3.2/9) is tied for the top spot with CBS (3.2/9) and Fox (3.2/9), leading NBC by 45% (2.2/6).

Scripted Series Boost ABC’s 10 O’clock Numbers Year-to-Year: ABC is up in the 10 o’clock hour this season with its scripted series programming in Adults 18-34 (+21% - 2.3/7 vs. 1.9/5) and Adults 18-49 (+4% - 2.8/8 vs. 2.7/7), over the same point last year.

ABC is No. 1 with Upscale Young Adults: For the 5th straight Fall, ABC stands as the No. 1 television network among upscale young adults in the “non-sports” averages. ABC is the highest-rated network among Adults 18-49 in homes with $100K+ Annual Income (3.64 rating), leading CBS by 9% (3.33), Fox by +12% (3.26) and NBC by +44% (2.54). In addition, ABC claims 7 of the Top 20 highest-rated regular TV series this season among high income young adults, including the No. 1 series (“Grey’s Anatomy”) and 3 of the Top 4 freshman series (“Modern Family,” “FlashForward” and “Cougar Town”): “Grey’s Anatomy” (9.18 rating) – No. 1, “Desperate Housewives” (6.45) – No. 5, “Private Practice” (5.78) – No. 7, “Modern Family“ (4.99) – No. 11, “FlashForward” (4.69) – No. 14, “Cougar Town” (4.61) – No. 18 and “Brothers & Sisters” (4.45) – No. 19. ABC also qualifies as the No. 1 network this season in the “non-sports” numbers on two of Nielsen’s other top upscale measures, including Adults 18-49 with 4+ Years of College and Professionals or Managers earning $100K+ Annual Income. Reporting an annual median income of $73,000 for their respective young adults audiences, ABC’s “Cougar Town,” “Grey’s,” “Private Practice,” “Desperate Housewives” and “Brothers & Sisters,” are each tied with 2nd highest incomes for broadcast series’ this season.

ABC Series Among Most Popularly Recorded and Played Back: On average during primetime this season, ABC’s numbers grow from its originally reported Live + Same Day averages to the finalized Live + 7 Day ratings by +9% in Total Viewers (10.6 million vs. 9.7 million), by +14% in Adults 18-49 (3.3/9 vs. 2.9/8) and by +13% in Adults 18-34 (2.6/8 vs. 2.3/7). ABC series are among the most popularly recorded and played back. ABC’s “Grey’s Anatomy” remains TV’s most-played-back show again this season. On average, “Grey’s Anatomy” is the biggest actual gainer from the originally reported numbers Live + Same Day) to the finalized DVR playback numbers (Live + 7 Day), generating an additional +3.0 million viewers (16.0 million to 19.0 million). With a significant rise in DVR penetration year to year (from 28% to over 33%), “Grey’s” DVR bump is 11% higher than its average increase last season (+2.7 million viewers in 2008-09). The sixth-season ABC medical drama is also the top gainer in Adult 18-49 rating, picking up 1.5 rating points in the finalized numbers – surging from a 6.2 rating to an 7.7 rating. A total of 10 of ABC’s scripted series gain 1.0 million viewers or more on average from their originally reported numbers to the final DVR playback numbers, including “Grey’s Anatomy” (+3.0 million – biggest gainer overall), “FlashForward” (+1.9 million – biggest new-series gainer), “Private Practice” (+1.8 million), “Desperate Housewives” (+1.6 million), “Castle” (+1.6 million), “Modern Family” (+1.2 million), “the forgotten” (+1.1 million), “Eastwick” (+1.1 million), “Brothers & Sisters” (+1.1 million) and “Cougar Town” (+1.1 million). Among Adults 18-49, 7 of ABC’s scripted series register substantial ratings increases of half-a-rating point or more: “Grey’s Anatomy” (+1.5 rating point – top gainer overall), “Private Practice” (+1.0 rating), “FlashForward” (+0.8 rating – top freshman gainer), “Modern Family” (+0.7 rating), “Desperate Housewives” (+0.7 rating), “Castle” (+0.6 rating) and “Cougar Town” (+0.5 rating).

Source: Nielsen Media Research, (National Most Current Program Ratings), 9/21-10/25/09, or as dated. Upscale data based on regular non-sports programming. DVR Playback Live + 7 Day based on original telecasts only, 9/21-10/11/09.